How Lodi Wines Relate to The Big Picture of California Wines

Boomers and Traditional Media JIM GORDON Editor at Large, Wine Business Monthly Millennials and Social Media JENNIFER ESTEVEZ Founder, OMvino

Where Lodi Fits, IMHO What’s in a Name? Lodi’s Brand Status A Critic’s View Are You Reaching the Media? Gas – Food - Lodging

What’s in a Name?

Lodi’s Brand Status Viz a viz:

Lodi’s Top Wines A Wine Enthusiast’s View

Zinfandel Is Here To Stay

Pushing Sweetness in Chard

Cabernet Sauvignon --When Structured

Rooting for Underdog Whites (& Reds)

Are You Reaching the Media? Provide samples and prices Your website is a resource for us Your story Bios High-rez photos Email, but not too much

Give Us Good Hooks Human interest angles for consumer pieces Food, travel, culture angles Vertical tastings? Use the sub AVAs Save some old vines

Gas – Food - Lodging Luxury prices require luxury experiences More lodging with ambience and amenities A second destination restaurant/hotel Farm to table angles?

Jennifer Estevez Founder, OMvino

Lodi, Millennials & Social Media Lodi Today Trade vs. Consumer Social Media = Guerilla Marketing

Lodi Today The age old question: Is it for love or is it money? Pushing boundaries or playing it safe? VS

Lodi Today International grape variety Influx & passion projects Historic vineyards vs. high production vineyards

Trade vs. Consumer Opinion IF they know, they love it. Consumer They feel safe here – Why? California @ reasonable price

Trade vs. Consumer Opinion Sommeliers are the story tellers for the Millennial consumers

Somm Favorites

Consumer Favorites

Social Media = Guerilla Marketing Larger production brands have traditionally had more power, bigger presence & visibility because marketing = $$$ TALK

BUT the tide is shifting: Why? Social Media = Guerilla Marketing BUT the tide is shifting: Why? Social Media is free or low cost & its easy to learn/ teach yourself the basics

Social Media = Guerilla Marketing VS The first look at your business is key! We live in a fast paced visual world

Social Media = Guerilla Marketing VS 95% of Millennials use some form of social media

Social Media = Success Influencer marketing is one of the fastest growing fields of advertising Easier to promote wine club releases & events Organic brand awareness & WOM advertising

Building Millennial Brand Awareness MORE: Educational sommelier trips & tastings Experiential consumer events Influencer events

Looking to the Future Strike a balance between quality & quantity Preserve old vines Showcase aging potential

Jim Gordon – Jgordon@winebusiness.com Jennifer Estevez – Wine@omvino.com